If your pay-per-click marketing campaigns aren’t performing as you’d like, you might want to make some changes. Even a minor oversight could affect your results, so you should stop and figure out the cause before proceeding. Where do you start?
People make mistakes in managing PPC campaigns, which can significantly impact ad performance. The more you know about common mistakes and how to avoid them, the better you’ll be able to manage PPC campaigns effectively for optimum performance.
PPC campaigns do not need to be scary! Here are common mistakes and how to fix them to boost your ad performance.
Campaigning Without Goals
You can make a mistake before you even start your ad campaign. Before you do anything, you need to define your goals clearly.
Without setting a definite idea of success, it’s hard to manage your PPC campaigns and judge their performance.
To avoid making this mistake, you need to understand how your PPC performance will support your broader goals, such as:
- Business targets.
- Marketing targets.
- Their synergy with PPC ads.
After identifying your goals, determine what it looks like to achieve them and what key metrics you need to measure success. For example, you might decide the number of conversions you generate or the amount of traffic you drive to your site.
Focusing on the Wrong Audience
When you are setting up a pay-per-click campaign, it is critical to understand who it is that you are targeting with your campaign. If your target audience is the wrong age, income, or another factor, then it isn’t likely to resonate with them or elicit the response that you need from the audience that it reaches.
To avoid making this mistake, you need to do the right amount of customer research before setting up your campaign. Start by using your business’s analytics and personal data to build out customer profiles.
Then, consider where they are currently in the buying journey and whether they are at any of the other steps in the funnel. Failing to target them all is a mistake that limits your PPC performance.
Most mistakes made when it comes to PPC management come from mishandling budgets. Are you not spending enough on your ads, or are you spending too much? The key is knowing the right amount of money to spend.
The first step in avoiding mistakes with your ad budgets is to reduce wasted budgets. Don’t be afraid to cut the budget on ads and campaigns that just aren’t performing since this should save money that you can use elsewhere.
Suppose you find ways to cut budgets and reappropriate them to other ads or ad groups that perform more and have more potential to achieve. This will improve your overall metrics and reduce wasted budgets.
If you have a lot of money to spend on PPC, increase your spending in areas that have been performing well in the past and identify areas where your account has the most potential. This will help you get more return on your investment.
Using the Incorrect Keywords
Pricing. Clicks. Conversion. ROI. It’s easy to get sucked into the novelty of being able to control your ads and see their benefits with a push of a button. But keywords are far from a novelty; they are critical to your campaigns.
Keywords match the search terms people type into search engines. When people search for something, they want answers and information, so your ads need to be relevant enough to the search term.
Don’t spend too much on too broad keywords, and don’t be too specific; instead, do your keyword research to find relevant ones.
PPC campaigns have the potential to be powerful tools. Used effectively, they can help your business. However, making mistakes with your campaigns can negatively affect your business and your bottom line. Avoid these pitfalls, and you’ll see your conversions increase in no time.
To know more about PPC or get started with this fantastic tool for your business, contact Pay Per Click Authority right now! We have provided affordable PPC management specializing in small business PPC management since 2010. Talk with one of our experts today!